Sixteen people, one dance adda, three deans and one big dream dance. That is Footloose, the latest reality show from the Channel [V] stable. In order to promote the show, Channel [V], in collaboration with StreetSmart, the out of home (OOH) arm of Mudra Max, has executed an outdoor campaign. Executed in Mahim Causeway and Okhla Flyover in Mumbai and Delhi, respectively, the aim of the campaign is to announce the launch of Footloose.
The locations have been selected by the agency due to their strategic importance, as well as the type and volume of traffic that they command. Keeping in mind the brand image and perception, StreetSmart has planned the campaign using core sites at selective locations.
According to the agency spokesperson, "Channel [V] has launched a unique dance reality show and we are happy to be selected as its outdoor partner to create awareness for the launch. The strategy has been to deploy and build impactful visibility at selective locations in both the cities and top it up with a smart innovation at a key location. The response has been very positive."
In an official communiqué, Prem Kamath, general manager, Channel [V], says, "As a youth brand, we have always approached marketing campaigns in as novel a manner as possible. Outdoor as a medium has tremendous reach potential and our attempt was to garner maximum eyeballs and spread awareness of the property. This innovation has enabled that and we are confident that it will create an impression in the minds of viewers and will impact viewership positively."